IP warm-up plan

Before you start an email marketing program at your organization, it’s important to understand best practices for sending email, working with an email service provider (ESP) like WordFly, and building your reputation with internet service providers (ISPs).

Building your sender reputation with ISPs like Yahoo, AOL, Comcast, Microsoft, and Gmail requires many varying tasks. It can be daunting, but it is possible!

We recommend reviewing these helpful support posts as part of getting started:


One part of building your sender reputation is warming up your dedicated IP address. Not every customer on WordFly receives a dedicated IP address, though, so be sure you are on one before continuing. 


Warming your IP address


We’ve put together a winning plan to help your organization have great results as you start sending emails from WordFly on your new dedicated IP.


Clean your list

Before sending any emails, review your list. Remove any subscriber addresses you know have opted-out of your email marketing, hard bounced, or clicked the “This is spam” button (these responses are called “abuse complaints”). It almost goes without saying, if you start with a bad list you should be prepared to deal with delivery issues such as delays, blocks, and blacklists.


Follow the warm-up plan

Let’s start by setting expectations. Warming your new IP address is going to take time. Be prepared to send to fewer subscribers in the beginning. Trust us on this one. Following this plan will go a long way to ensuring your emails will make it to the inbox.


Week 1: Send to your best subscribers.


Review your list and pull out all of your subscribers who have clicked or opened in the last 30-90 days. We call these your “engaged subscribers”. Your first email campaign from a new ESP and on a new IP address should only be sent to these subscribers. This effectively sends a message to the ISPs that you are new but you have a great network of subscribers with their domains. We suggest sending to your engaged subscribers for a minimum of one week before increasing your subscriber list further.  


Week 1-Week 6: Gradually build your list volumes.


The key to building your reputation is consistency. This involves sending to consistent lists on consistent send days, using consistent From/Reply names and addresses. We put together two build-up plans that you can use to build your reputation based on your organization timelines. For illustration purposes, our examples are based on a total list size of 60,000 subscribers.


If you have 30-45 days, follow Plan 1 for the best results.


If you’re in a time crunch, follow Plan 2.


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